America's Corporations Can No Longer Ignore Hispanic Marketing Like Mitt Romney Did

Talent management, recruitment and development. Create a best place to work environment for Hispanics

Result: Sponsorship and Workplace Influence

2. Brand (loyalty)

Unique value proposition, business model & investment

Result: Cultural Relevancy and Continuity

3. Community (advancement)

Consumers, clients, small business owners. Give rise to new Hispanic voices.

Result: Advancement Platform

Hispanic marketing must encompass these three interconnected parts that are dependent on one another (Leadership Relevancy + Brand Loyalty = Hispanic Community Advancement). If one part is missing, you can’t conceivably achieve optimal ROI or measure its authenticity and impact.

Key elements amongst all three areas are the need for mobile tools, social media and thought-leadership. Leaders within your organization must have a voice that creates and sustains a relevant content marketing presence across mobile and social media platforms and delivers a message that remains active and authentic in support of Hispanics. Content strategies that are culturally relevant are critically important when you consider how high the Hispanic engagement index is across social media and mobile platforms.

Many organizations want to make Hispanics part of the “mainstream” – but they must know how to integrate their intentions with proper intelligence and know-how.

In most organizations, the three aforementioned functional areas (interdependent variables) don’t talk to each other and if they do, it’s not frequent or with strategic intent. Effective strategic development and implementation of Hispanic marketing requires the following (but not limited to) departments working closely with one another:

At first glance, it may appear that I have complicated what Hispanic marketing really is. At second and third glance, you will realize that Hispanic marketing requires companies to take a more streamlined, integrated and holistic approach that simplifies how to measure outcomes over time. You can’t serve or measure the value of the Hispanic market when it is managed with a fragmented and disconnected approach.

The most successful companies make the commitment to operationalize the Hispanic marketing process by aligning their core competencies directly or indirectly with the Hispanic consumer. Companies like McDonald’s and Target know this is the most optimal approach to profitably sustain Hispanic market leadership success. However, for every McDonald’s and Target, there are many more companies that appear to support just one cog in the wheel.

Don’t fall into the trap of asking these questions: How can I sell more to Hispanics? How can I get more Hispanic traffic on my website? How can I get Hispanics to convert? Why can’t I attract more Hispanic viewers?

Ask the right questions: How can I earn a relationship with Hispanic consumers? What is the right culturally relevant approach to earn trust? Win loyalty? And build influence?

Here are a few examples of the culturally relevant work my organization (Center for Hispanic Leadership) has leveraged to make the path easier for Fortune 500 and mid-market organizations that are ready to make a commitment to the right holistic Hispanic marketing process (click on each link for details).

America’s corporations that make the right investment now will stimulate economic development and market share gains by enabling the Hispanic market opportunity with a holistically driven approach that:

1) Commits us to becoming more culturally intelligent

2) Compels us to think of the Hispanic community as a profit center – an investment to drive innovation and growth

3) Holds all Hispanics accountable to elevate themselves and their capabilities – as employees, job creators and leaders.

Please Take a Moment to Watch This Powerful Video About the State of the Hispanic Market Opportunity: